Topic | B2B

Account based marketing (ABM) is one of the hottest marketing tactics today. But to be successful, you really need to practice account based marketing and sales.

Falling into traditional, lead-focused marketing and sales tactics is easy when spinning up an ABM strategy, but it’s important to remember ABM is the antithesis of classic lead-generation programs. How do you fight the temptation to revert to the norm? You focus on value on a more intimate scale.

Understanding your long- and short-term objectives is key when making marketing technology investments, says Joan Dowling of Vodafone.

A go-to-market strategy has helped the marketing team at global recruitment outsourcing firm Cielo take a more significant role in generating revenue for the organization.

Whether we want to admit it or not, our B2B buying decisions have an association with our personal desires. The reasons we choose one option over another tie back to personal needs and consequences.

There are different account based marketing (ABM) models that apply based a company’s customer base and needs.

Needless to say, launching an ABM program doesn’t happen overnight. Here’s four steps to make ABM an integral part of your daily operations.

Why is (ABM) so hot? More and more companies know that while B2B marketing still has a place for B2C-style branding and awareness, demand gen is vital.

Besides nagging issues of politics and personalities, what makes this game challenging is every member of a company's c-suite has a different agenda.

Many B2B marketers still view social media as a tactic instead of a strategy, and that’s a big mistake, says Heather Wadlinger, director of research and strategy at Sacunas Inc.